Brandwave

Bird Rescue vs SPCA:Which is more popular?

In September 2026, SPCA had more branded searches than Bird Rescue among animal welfare charities in New Zealand. SPCA had about 40,300 branded searches, while Bird Rescue had 190. SPCA made up 96.1% of all animal welfare charity searches we track, and Bird Rescue accounted for 0.45%. When we asked ChatGPT and Google AI Overviews about animal welfare charities, SPCA appeared in all five answers and Bird Rescue in none.

Among animal welfare charities in New Zealand in September 2026

Who do people search for more?

SPCA, about 212 searches for every 1 for Bird Rescue

SPCA 40.3K searchesBird Rescue 190 searches

Who does AI mention more?

SPCA, mentioned in every answer we collected

SPCA in 5 of 5Bird Rescue in 0 of 5

Who does AI recommend more?

SPCA, the only one of the two named

SPCA first in 5Bird Rescue never named

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Top animal welfare charities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SPCA appeared in all five answers. Bird Rescue did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. SPCA1st
  2. HUHA2nd
  3. SAFE3rd
  4. Paw Justice4th
  5. Guide Dogs NZ5th
  6. Bird Rescue–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • SPCA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HUHA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SAFE3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Guide Dogs NZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paw Justice1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bird Rescue0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about animal welfare charities

5 answers

  • Asked ChatGPT

    “Which animal welfare charity should I join in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What are the best animal welfare charities in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What's the best animal welfare charity in New Zealand for animal lovers?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Searched Google, AI Overview

    “animal welfare charities”

    1. 1SPCA
    2. 2HUHA
    3. 3Paw Justice
    4. 4Guide Dogs NZ

  • Searched Google, AI Overview

    “charities for animals”

    1. 1SPCA
    2. 2HUHA

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Bird Rescue or SPCA more popular in search?

This chart shows how often people search Google for Bird Rescue and SPCA by name. Each line represents a brand's share of searches for all six animal welfare charities we track, month by month, from searches in New Zealand.

Bird Rescue and SPCA among animal welfare charities in New Zealand, by month

Share of searches by month for SPCA, Bird Rescue. The figures are in the table below the chart.

View monthly share of searches table
MonthSPCAHUHASAFEGuide Dogs NZBird RescuePaw Justice
Oct 202596.6%0.55%1.2%0.53%0.96%0.22%
Nov 202595.8%0.67%1.2%0.74%1.5%0.17%
Dec 202596.2%0.57%0.96%0.62%1.5%0.17%
Jan 202696.6%0.42%1.1%0.6%0.99%0.25%
Feb 202696.6%0.62%1.1%0.73%0.65%0.25%
Mar 202696.8%0.52%1.2%0.85%0.45%0.26%
Apr 202696.9%0.66%0.94%0.73%0.38%0.4%
May 202697.2%0.82%0.94%0.61%0.26%0.21%
Jun 202697.3%0.59%0.95%0.62%0.28%0.21%
Jul 202697.5%0.48%0.96%0.5%0.36%0.22%
Aug 202696%1.3%1.4%0.62%0.36%0.26%
Sep 202696.1%1.5%1.2%0.57%0.45%0.17%

How has the Bird Rescue and SPCA comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand animal welfare charities in September 2026?

1 change

  1. Estimated monthly branded searches for Bird Rescue in New Zealand fell 52.5% over 12 measured months, from 400 to 190 in September 2026.

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using Bird Rescue’s and SPCA’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Bird Rescue

3 branded search terms

  • bird rescue
  • bird rescue howick
  • bird rescue pukekohe

SPCA

19 branded search terms

  • a spca
  • otago spca
  • spca
  • spca adoption
  • spca animals
  • spca cat
  • spca cat adoption
  • spca dogs
  • spca foster
  • spca hours
  • spca kittens
  • spca marlborough
  • spca number
  • spca operating hours
  • spca opshop
  • spca puppies
  • spca southland
  • spca telephone number
  • waikato spca

How the Brand Demand Index is measured

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